Gen Z uses games for escapism with overwhelming immersion!? Z-SOZOKEN publishes 5th Insight Summary revealing different reasons for supporting 1st place 'Nintendo' (55%) and 2nd place 'Sony' (15%).
Z-SOZOKEN released a report on Gen Z game brand evaluations. It highlights a polarization in values: Nintendo is favored for communication (55%), while Sony is chosen for immersive escapism (15%).
📋 Article Processing Timeline
- 📰 Published: April 1, 2026 at 00:00
- 🔍 Collected: April 1, 2026 at 01:06 (1h 6m after Published)
- 🤖 AI Analyzed: April 22, 2026 at 09:19 (512h 12m after Collected)
Z-SOZOKEN (Gen Z Creativity Research Institute), a think tank run by Gen Z members to analyze actual conditions and values, operated by Fiom LLC (Headquarters: Shibuya-ku, Tokyo, Representative Partner: Yohei Takeshita), a creative company for Gen Z, has independently published its fifth Insight Summary. This report deeply considers trends in the gaming industry sector, based on the latest survey report of 'Brands Whose Image Skyrocketed Among Gen Z' across 19 categories including food, cosmetics, apparel, and entertainment, conducted on 300 Gen Z individuals (18-24 years old) nationwide.
In recent years, as free-to-play smartphone games (social games) have become the center of entertainment and the battle for disposable time intensifies, marketers in the gaming and entertainment industries struggle daily with 'how to generate enthusiasm among Gen Z and get them to choose their content.'
However, promotions that only appeal to 'ease' or 'time performance', or methods that bait users with short-term login rewards, are hard to resonate with Gen Z, who have high information literacy and seek 'essential fun,' and in some cases, these do not lead to long-term brand attachment or enthusiastic playing behavior.
Given this background, the Gen Z-specialized research institute 'Z-SOZOKEN' picked up the 'gaming industry,' which is closely tied to Gen Z culture, from the comprehensive ranking results of all 19 categories.
In an era where anything can be done with a smartphone, the modern Gen Z's demands from game brands are clearly polarizing and evolving into 'experiences that induce real communication' and 'escapism through overwhelming immersion.' We analyze and announce this reality and their underlying psychology from a novel, independent perspective.
[Download the full survey report]
Deciphering unique insights into 'Gen Z's Game Brand Evaluations'
From the gaming industry category of this survey, it became clear that Gen Z finds completely different values in each brand: 'tools to play together' and 'solo immersive experiences.'
- The champion of communication infrastructure, 'Nintendo', takes a proud 1st place with majority support (Image improved: 55%)
The brand with the most improved image was Nintendo. Going beyond a mere game console, it has solidified its position as a 'fail-proof communication tool' when gathering with friends or romantic partners.
- 'Sony', providing overwhelming immersion, follows in 2nd place (Image improved: 15%)
'Sony (PlayStation)' ranked 2nd. The high-definition graphics and high-spec experiences, absolutely impossible to experience on a smartphone, gather strong support from Gen Z seeking 'high-quality escapism' completely detached from daily life.
- 'Square Enix', with its visual beauty and moving experiences, ranks 3rd (Image improved: 11%)
'Square Enix' followed in 3rd place. Its long-cultivated storytelling represented by FF and Dragon Quest, along with overwhelming visuals...
In recent years, as free-to-play smartphone games (social games) have become the center of entertainment and the battle for disposable time intensifies, marketers in the gaming and entertainment industries struggle daily with 'how to generate enthusiasm among Gen Z and get them to choose their content.'
However, promotions that only appeal to 'ease' or 'time performance', or methods that bait users with short-term login rewards, are hard to resonate with Gen Z, who have high information literacy and seek 'essential fun,' and in some cases, these do not lead to long-term brand attachment or enthusiastic playing behavior.
Given this background, the Gen Z-specialized research institute 'Z-SOZOKEN' picked up the 'gaming industry,' which is closely tied to Gen Z culture, from the comprehensive ranking results of all 19 categories.
In an era where anything can be done with a smartphone, the modern Gen Z's demands from game brands are clearly polarizing and evolving into 'experiences that induce real communication' and 'escapism through overwhelming immersion.' We analyze and announce this reality and their underlying psychology from a novel, independent perspective.
[Download the full survey report]
Deciphering unique insights into 'Gen Z's Game Brand Evaluations'
From the gaming industry category of this survey, it became clear that Gen Z finds completely different values in each brand: 'tools to play together' and 'solo immersive experiences.'
- The champion of communication infrastructure, 'Nintendo', takes a proud 1st place with majority support (Image improved: 55%)
The brand with the most improved image was Nintendo. Going beyond a mere game console, it has solidified its position as a 'fail-proof communication tool' when gathering with friends or romantic partners.
- 'Sony', providing overwhelming immersion, follows in 2nd place (Image improved: 15%)
'Sony (PlayStation)' ranked 2nd. The high-definition graphics and high-spec experiences, absolutely impossible to experience on a smartphone, gather strong support from Gen Z seeking 'high-quality escapism' completely detached from daily life.
- 'Square Enix', with its visual beauty and moving experiences, ranks 3rd (Image improved: 11%)
'Square Enix' followed in 3rd place. Its long-cultivated storytelling represented by FF and Dragon Quest, along with overwhelming visuals...